the challenge
Bimble is a CBD-infused sparkling drink with multiple health benefits. The challenge for Bimble was finding a way to convey its holistic message while making a message that stands out within its market.
the group
Erin Lawson | Design Research & Branding Brooks Lane | Packaging & Marketing Joyce Rebolloso | Design Research Lindsey Burns | Social Media Malia Moreno | Interactive Design & Branding
the approach
Our solution to this was to make their cannabinoid blend their central focus and to share the health and planet impact with our consumers.
skills
Branding | Design Research | Marketing Research | Packaging
packaging design
It was important to our brand that the holistic message was communicated visually. By using the CBD molecule in our packaging we are communicating non-verbally that this product was formulated with health in mind. We chose a glass bottle because glass packaging is often used in health drinks. Glass is nonporous so there is no interaction between the drink and the packaging. Glass can also be recycled easier than plastic.
When trying Bimble as a group for the first time we found that a screw cap would be more useful than a “pop-top” bottle because we wanted Bimble to be more portable. A healthy drink you could take anywhere. Our advertising campaigns play into this idea of twisting and unlocking the conscious refreshment.
what i learned
Bimble was such a fun project. Bimble was advertised originally as an alcohol alternative, but as a group, we decided to break away from this direction and move toward a health-conscious drink that could be enjoyed anywhere. There is a massive stigma around CBD and we had to come up with a way to ease consumers into a product that contains multiple strains of CBD (like CBG, CBN, CBC) which can be linked to cannabis.